I look at the team behind the brand as well.
If I see a team of people I recognise, I know that my players are going to be serviced correctly. eg… getting them to signup is the first step, but is there a team there to make sure they give the player every chance to deposit.
Also retention – you want to make sure there is a promo system in place to retain players and keep them active.
They last thing you want is sending players, and then not being retained or bonuses, or pushed to deposit and play.